When to use
Ideal for:
ABM teams running display or social programs that want to prove the incremental value of advertising — and reach the right buyers, not just IP addresses.
Tools You’ll Need:
Primer
Builds account & persona level audiences and holdout groups
Ad Platforms
Meta, YouTube, Reddit, Google Ads, LinkedIn
CRM (HubSpot/Salesforce)
Tracks pipeline and closed-won revenue
Primer Pixel
Measures conversions and ties them to account exposure
Launch Checklist
List:
Target account list imported
Pixel:
installed across web properties
Audiences:
synced to Meta, LinkedIn, YouTube, etc.
Test:
Run for ≥21 days for statistically significant results
Most ABM tools measure vanity engagement — impressions, visits, or “lifted accounts.” Primer measures incrementality: how ad-exposed accounts behave differently than control accounts. Then, it helps you activate those audiences on channels where others can’t — from Meta and YouTube to Reddit and beyond.
Prerequisites:
Pixel installed
Ad Platforms connected
CRM connected
Step 1
Define Your Target Account List
Import your target account list from CRM or CSV.
Layer on filters for your buying persona.
Fun Fact:
Primer automatically keeps at least 20–30% of accounts in the holdout group for statistically meaningful comparison.
Step 2
Launch Cross-Channel Campaigns
Push your ICP audience to multiple channels:
Meta / Instagram: reach buyers where they spend personal time
YouTube: capture attention early with video
Reddit / Display: engage niche or technical audiences
Principle
Impact
Measure real lift, not attribution noise
Primer isolates ad-driven impact on account engagement and pipeline.
Reach where other ABM tools can’t
Activate target accounts across Instagram, YouTube, and Reddit — not just display.
Target buyers, not IPs
Ads reach verified decision-makers inside accounts, not random coworkers.
Fun Fact:
Many ABM tools can’t activate effectively on these channels. Primer does it natively with high match rates, allowing you to run ABM ads where others can’t.
Step 3
Use Website Reveal as a Leading Indicator
Look for:
Increases in unique account visits from your Test Group vs Holdout
Patterns of repeat visits before conversions
Why this matters:
Website Reveal shows momentum well before enough conversions appear in CRM for conversion lift statistical significance.
Step 4
Measure Incremental Impact
Compare conversion and pipeline rates between Test and Holdout accounts.
Use Conversion Map to visualize exposure → engagement → pipeline.
Key Metrics:
Incremental Account Conversion Rate
Cost per Incremental Account
Pipeline Lift %
What to expect
Incremental testing requires patience — don’t evaluate results before the holdout group has meaningful activity.
Metric
Account-to-Opportunity Rate
Baseline
6%
With Primer
12%
Change
+100%
Metric
Incremental Conversion Lift
Baseline
-
With Primer
+38%
Change
Metric
Cost per Incremental Account
Baseline
-
With Primer
$243
Change
